PENINGKATAN SOCIAL MEDIA ENGAGEMENT MELALUI CONTENT STRATEGY: Studi Kasus pada Akun Instagram Merek Pakaian Wanita House of Shopaholic - Kharisma Januar Muhammad Jayadiningrat Natamiharja, - (2021)
Menjelajah media sosial sudah menjadi aktivitas yang tidak terlewatkan setiap harinya bagi kebanyakan penduduk di seluruh dunia. Fenomena ini dilihat para pelaku usaha sebagai peluang dalam memperluas jangkauan pasarnya. Sehingga setiap pelaku usaha bersaing memasarkan mereknya di media sosial dengan menggunakan strategi pemasarannya masing-masing. Salah satunya adalah merek pakaian wanita House of Shopaholic yang sudah aktif di media sosial Instagram untuk menarik audiensnya. Tetapi pada kondisi saat ini justru tingkat engagement pada akun media sosial Instagram milik House of Shopaholic dibawah para kompetitornya. Penelitian ini bertujuan untuk mengetahui gambaran content strategy pada akun Instagram House of Shopaholic, mengetahui gambaran social media engagement pada akun Instagram House of Shopaholic, serta menguji pengaruh content strategy terhadap social media engagement. Variabel dalam penelitian ini terdiri dari satu variable bebas (independent variable) dan satu variable terikat (dependent variable). Variabel bebas (X) tersebut adalah content strategy, serta yang menjadi variabel terikat (Y) adalah social media engagement. Sampel dalam penelitian ini adalah sebagian dari pengikut akun Instagram House of Shopaholic. Teknik pengambilan sampel dengan purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner ke pengikut akun Instagram House of Shopaholic sebanyak 100 responden. Hasil penelitian menunjukkan bahwa content strategy akun Instagram House of Shopaholic dipersepsikan sudah baik oleh pengikut akun tersebut, kemudian gambaran social media engagement pada akun Instagram House of Shopaholic termasuk dalam kategori tinggi. Dari hasil penelitian ini juga menunjukkan adanya pengaruh antara content strategy terhadap social media engagement pada akun Instagram House of Shopaholic. Kata kunci: content strategy, digital marketing, Instagram, social media engagement, social media marketing ---- Browsing social media has become a daily activity that will never missed for most people around the world. This phenomenon seen by business actors as an opportunity to expand their market reach. So that every business actor competes to market his brand on social media using their respective marketing strategies. One of them is the women's clothing brand House of Shopaholic which is already active on Instagram to attract its audience. But in the current condition, the level of engagement on the Instagram social media account belonging to House of Shopaholic is below its competitors. This study aims to find out the description of content strategy which is the independent variable (X) and the description of social media engagement which is the dependent variable (Y) on the House of Shopaholic Instagram account, and to examine the effect of content strategy on social media engagement. Sample in this study were some of the followers of the House of Shopaholic Instagram account. The sampling technique was purposive sampling. Data was collected by distributing questionnaires to the followers of the House of Shopaholic Instagram account as many as 100 respondents. The results showed that the content strategy of the House of Shopaholic Instagram account was perceived as good by the followers of the account, then the picture of social media engagement on the House of Shopaholic Instagram account was included in the high category. Results of this study also show that there is an influence between content strategies on social media engagement. Keywords: content strategy, digital marketing, Instagram, social media engagement, social media marketing